Mobile Marketing: Corporate Plans Don't Make Sense
(From Wireless Watch Japan Video Newsmagazine, No. 43, Dec. 2, 2002)
(You can only see the preview on the GLOCOM Platform)
"Business mouths are watering at the opportunity for location-based marketing," says professor Philip Sidel of the International University of Japan. But it ain't necessarily so, and Sidel states: "We believe that previous authors have adopted a much too simple framework for 'contextual marketing'." His exhaustive research offers surprising results to those who would sell via cell.